中國大陸消費者手機上網態度的影響因素研究

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中國大陸消費者手機上網態度的影響因素研究

 

Author: 張智江
Zhang, Zhijiang
Title: 中國大陸消費者手機上網態度的影響因素研究
Zhongguo da lu xiao fei zhe shou ji shang wang tai du de ying xiang yin su yan jiu
Factors influencing the attitude to mobile internet services in mainland China
Degree: D.Mgt.
Year: 2008
Subject: Hong Kong Polytechnic University -- Dissertations.
Wireless Internet.
Cellular telephone systems.
Consumer behavior.
Department: Graduate School of Business
Pages: xiii, 169 leaves : charts ; 30 cm.
Language: Chinese
InnoPac Record: http://library.polyu.edu.hk/record=b2291843
URI: http://theses.lib.polyu.edu.hk/handle/200/3878
Abstract: Data services via wireless networks and mobile devices have experienced rapid growth worldwide. In Mainland China, Mobile Internet(M-Internet) is becoming increasingly important with the launch of the 3rd Generation Communications System (3G), as the success of 3G depends on data services whose development is based on M-Internet. While it is a pity that in theoretical circles, it has not been carried out to study on factors influencing the attitude to M-Internet services in mainland China, and it is insufficient to have a research on M-Internet consumers' behavior, which integrates the advantages of Technology Acceptance Model (TAM) and the Innovation Diffusion Theory (IDT). In addition, when studying on consumers' perception of M-Internet, there are few researches considering the impact of both innovativeness and demographic variables. Taking into account the above issues, this study investigates the factors affecting the attitude of Chinese consumers towards M-Internet. A theoretical model based on TAM and IDT is developed and empirically tested. It hypothesizes that Perceptions of 3G mobile phone Internet access (Perceived Usefulness, Perceived Ease of Use, Perceived Cost, Perceived Playfulness and Perceived Risk) as well as Perceived Social Influence, are significant predictors of Attitude. The individual's Innovativeness is added to the model as control variables, and demographic variables are considered too. Survey data were collected from 527 participants in Beijing, Shanghai, and Guangzhou using stratified random sampling. The findings suggest that Perceived Usefulness, Perceived Ease of Use, Perceived Cost, Perceived Playfulness and Perceived Social Influence have significant forecasting effects on Attitude while Perceived Risk is redundant. When Innovativeness is introduced into the Attitude Model, the influence of Perceived Playfulness on Attitude is no longer significant, and the model fit is improved. Some of the demographic variables (Income Level, Occupation, Age, Education Background, etc) are related to Attitude. Under the premise of high-speed network with 3G, information-related services like mobile e-mail and mobile news; and entertainment-related services like friends chatting and mobile music are welcome. The theoretical value of this study lies in the following three aspects. Firstly, it compensates for the lack of theoretical research on factors affecting the attitude to M-Internet services in mainland China. Secondly, a questionnaire on attitude to M-Internet is carried out, which is fit for the characteristics of Chinese people. Thirdly, it integrates the advantages of IDT and TAM, enhancing the research depth and increasing the model fit. As to the practical significance, it not only designs a questionnaire suitable for mainland China, but also gives the following advice for telecom operators: attaching importance to service innovation and placing emphasis on Perceived Usefulness; selecting people with high Innovativeness as the pioneer users; strengthening Virus-Marketing to enhance Perceived Social Influence; controlling terminal cost to reduce Perceived Cost; developing humanistic terminal to improve Perceived Ease of Use; fighting against commercial fraud to prevent Perceived Risk; building cooperative alliance and implementing Experience Marketing to promote Perceived Playfulness as well as strengthening market segmentation according to Demographic Variables. Besides, it recommends that the telecom regulatory department should encourage service innovation, technological innovation and management innovation, guide the telecom enterprises to increase innovation investment, strengthen intellectual property rights protection; and violation behavior (like random fee collection by Service Providers) should be punished more strictly, real-name system for cell phones be carried out timely, so as to create a good social environment for M-Intemet and other data services.

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